Social media

Social media

Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.[1][2] The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features:

Social media are interactive Web 2.0 Internet-based applications.[2][3]
User-generated content such as text posts or comments, digital photos or videos, and data generated through all online interactions, is the lifeblood of social media.[2][3]
Users create service-specific profiles for the website or app that are designed and maintained by the social media organization.[2][4]
Social media facilitate the development of online social networks by connecting a user’s profile with those of other individuals or groups.[2][4]
Users usually access social media services via web-based apps on desktops and laptops, or download services that offer social media functionality to their mobile devices (e.g., smartphones and tablets). As users engage with these electronic services, they create highly interactive platforms through which individuals, communities, and organizations can share, co-create, discuss, participate and modify user-generated content or self-curated content posted online. Networks formed through social media change the way groups of people interact and communicate or stand with the votes. They “introduce substantial and pervasive changes to communication between organizations, communities, and individuals”.[1] These changes are the focus of the emerging fields of technoself studies. Social media differ from paper-based media (e.g., magazines and newspapers) and traditional electronic media such as TV broadcasting, Radio broadcasting in many ways, including quality,[5] reach, frequency, interactivity, usability, immediacy, and performance. Social media outlets operate in a dialogic transmission system (many sources to many receivers).[6] This is in contrast to traditional media which operates under a mono-logic transmission model (one source to many receivers), such as a newspaper which is delivered to many subscribers, or a radio station which broadcasts the same programs to an entire city. Some of the most popular social media websites, with over 100 million registered users, include Facebook (and its associated Facebook Messenger), TikTok, WeChat, Instagram, QZone, Weibo, Twitter, Tumblr, Baidu Tieba and LinkedIn. Other popular platforms that are sometimes referred to as social media services (differing on interpretation) include YouTube, QQ, Quora, Telegram, WhatsApp, LINE, Snapchat, Pinterest, Viber, Reddit, Discord, VK, and more.

Observers have noted a wide range of positive and negative impacts of social media use. Social media can help to improve an individual’s sense of connectedness with real or online communities and can be an effective communication (or marketing) tool for corporations, entrepreneurs, non-profit organizations, advocacy groups, political parties, and governments.

Defination

Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.[1][2] The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features:[2]

Social media are interactive Web 2.0 Internet-based applications.[2][3]
User-generated content such as text posts or comments, digital photos or videos, and data generated through all online interactions, is the lifeblood of social media.[2][3]
Users create service-specific profiles for the website or app that are designed and maintained by the social media organization.[2][4]
Social media facilitate the development of online social networks by connecting a user’s profile with those of other individuals or groups.[2][4]
Users usually access social media services via web-based apps on desktops and laptops, or download services that offer social media functionality to their mobile devices (e.g., smartphones and tablets). As users engage with these electronic services, they create highly interactive platforms through which individuals, communities, and organizations can share, co-create, discuss, participate and modify user-generated content or self-curated content posted online. Networks formed through social media change the way groups of people interact and communicate or stand with the votes. They “introduce substantial and pervasive changes to communication between organizations, communities, and individuals”.[1] These changes are the focus of the emerging fields of technoself studies. Social media differ from paper-based media (e.g., magazines and newspapers) and traditional electronic media such as TV broadcasting, Radio broadcasting in many ways, including quality,[5] reach, frequency, interactivity, usability, immediacy, and performance. Social media outlets operate in a dialogic transmission system (many sources to many receivers).[6] This is in contrast to traditional media which operates under a mono-logic transmission model (one source to many receivers), such as a newspaper which is delivered to many subscribers, or a radio station which broadcasts the same programs to an entire city. Some of the most popular social media websites, with over 100 million registered users, include Facebook (and its associated Facebook Messenger), TikTok, WeChat, Instagram, QZone, Weibo, Twitter, Tumblr, Baidu Tieba and LinkedIn. Other popular platforms that are sometimes referred to as social media services (differing on interpretation) include YouTube, QQ, Quora, Telegram, WhatsApp, LINE, Snapchat, Pinterest, Viber, Reddit, Discord, VK, and more.

Observers have noted a wide range of positive and negative impacts of social media use. Social media can help to improve an individual’s sense of connectedness with real or online communities and can be an effective communication (or marketing) tool for corporations, entrepreneurs, non-profit organizations, advocacy groups, political parties, and governments.
Elements and Function

Viral content

Some social media sites have potential for content posted there to spread virally over social networks. The term is an analogy to the concept of viral infections, which can spread rapidly from person to person. In a social media context, content or websites that are “viral” (or which “go viral”) are those with a greater likelihood that users will reshare content posted (by another user) to their social network, leading to further sharing. In some cases, posts containing popular content or fast-breaking news have been rapidly shared and reshared by a huge number of users. Many social media sites provide specific functionality to help users reshare content, such as Twitter’s retweet button, Pinterest’s pin function, Facebook’s share option or Tumblr’s reblog function. Businesses have a particular interest in viral marketing tactics because a viral campaign can achieve widespread advertising coverage (particularly if the viral reposting itself makes the news) for a fraction of the cost of a traditional marketing campaign, which typically uses printed materials, like newspapers, magazines, mailings, and billboards, and television and radio commercials. Nonprofit organizations and activists may have similar interests in posting content on social media sites with the aim of it going viral. A popular component and feature of Twitter is retweeting. Twitter allows other people to keep up with important events, stay connected with their peers, and can contribute in various ways throughout social media.[35] When certain posts become popular, they start to get retweeted over and over again, becoming viral. Hashtags can be used in tweets, and can also be used to take count of how many people have used that hashtag.

Bots

Social media can enable companies to get in the form of greater market share and increased audiences.[36] Internet bots have been developed which facilitate social media marketing. Bots are automated programs that run over the Internet.[37] Chatbots and social bots are programmed to mimic natural human interactions such as liking, commenting, following, and unfollowing on social media platforms.[38] A new industry of bot providers has been created.[39] Social bots and chatbots have created an analytical crisis in the marketing industry[40] as they make it difficult to differentiate between human interactions and automated bot interactions.[40] Some bots are negatively affecting their marketing data causing a “digital cannibalism” in social media marketing. Additionally, some bots violate the terms of use on many social mediums such as Instagram, which can result in profiles being taken down and banned.[41]

“Cyborgs”, a combination of a human and a bot,[42][43] are used to spread fake news or create a marketing “buzz”.[44] Cyborgs can be bot-assisted humans or human-assisted bots.[45] An example is a human who registers an account for which they set automated programs to post, for instance, tweets, during their absence.[45] From time to time, the human participates to tweet and interact with friends. Cyborgs make it easier to spread fake news, as it blends automated activity with human input.[45] When the automated accounts are publicly identified, the human part of the cyborg is able to take over and could protest that the account has been used manually all along. Such accounts try to pose as real people; in particular, the number of their friends or followers should be resembling that of a real person.

Usage

According to a survey conducted by Pew Research in 2018, Facebook and YouTube dominate the social media landscape, as notable majorities of U.S. adults use each of these sites. At the same time, younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently. Some 78% of 18 – 24-year-old youngsters use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. Similarly, 71% of Americans in this age group now use Instagram and close to half (45%) are Twitter users. However, Facebook remains the primary platform for most Americans. Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and roughly three-quarters of those users access Facebook on a daily basis. With the exception of those 65 and older, a majority of Americans across a wide range of demographic groups now use Facebook.[51] After this rapid growth, the number of new U.S. Facebook accounts created has plateaued, with not much observable growth in the 2016-18 period.[52]